‘Rugby Prime’ is the first of four fan profiles created by Marketing Week and Experian using the data company’s AudienceView research tool, combining demographic data with website browsing behaviour to demonstrate the brand and product categories Rugby World Cup ticket buyers are actively interested in.
The Rugby Prime group consists of young men (aged 18 to 34) with relatively high incomes for their age group of £40,000-£55,000 per year. They are often city-dwelling professionals likely to be renting their homes, but others are homeowners with young families.
As well as being rugby fans they are also into football. They spend their money on premium alcoholic drinks such as high-end spirits and are imaginative in their travel choices, preferring the less obvious destinations.
For all Marketing Week’s analysis on the marketing around Rugby World Cup 2015, visit our dedicated event page.